Sally Cowdry, the marketing and consumer director at Camelot, said: "This work is in its infancy, but we look forward to working with Lida and are delighted that they will be bringing their enthusiasm and specialist expertise to this project."

AMV recently created a campaign to promote the revamped Lotto after the price of a ticket doubled to £2.

The overhaul, which increased the overall prize fund, was partly in response to flagging sales.